Case Study
This case study demonstrates how a unified hotel repositioning strategy can transform a major renovation investment into measurable market demand, direct revenue, and industry-recognized results.
Turning repositioning into measurable demand and revenue growth.
Following a $75M top-to-bottom renovation that elevated the product and created the opportunity to redefine and reintroduce their position in the market and as a premier resort destination in the West, the JW Marriott Las Vegas Resort & Spa was ready for a full relaunch. The opportunity: realign perception, demand, and commercial performance through a disciplined positioning strategy.
Lotus led the full relaunch, partnering with the hotel to align sales, marketing, and operations under one cohesive strategy. The result was a fully integrated campaign, recognized by HSMAI with an Adrian Award, that outperformed benchmarks across every channel and delivered direct, measurable revenue.
Hotel Positioning – Strategic Marketing – Social Media
The Objective
We set out to reposition the hotel as a leading resort destination in the Las Vegas and Summerlin markets while converting renovation investment into measurable demand.
Our focus was clear:
- Build awareness of the full-property transformation across priority audiences
- Re-engage past guests while attracting new demand segments
- Realign brand perception to reflect an elevated resort experience
- Drive ADR, occupancy, and qualified group leads
Capturing the full commercial value of the renovation required a coordinated relaunch, one that translated physical transformation into market momentum and measurable demand.
4.7M
Organic Social Impressions
668K
VIDEO VIEWS
42.3%
Email Open Rate
21
Group RFPs
The Solution
We led with positioning as the foundation, not the final layer. Instead of launching disconnected campaigns, we aligned the entire commercial ecosystem around a clear, unified narrative: Renewed Bliss, a resort experience rooted in the JW brand pillars where guests are invited to nourish mind, body, and spirit through expansive spaces, intentional calm, and elevated amenities.
We treated the relaunch as a business realignment, not a marketing campaign.
Strategic Approach
- Positioning first, channels second – We defined a clear market stance before activating media, ensuring consistency across all touchpoints.
- Full-funnel alignment across disciplines – Sales, marketing, and operations were unified under one strategic direction, not siloed execution.
- Experience-led messaging, not renovation messaging – We shifted from what is new to why it matters, translating physical upgrades into guest value.
- Positioning embedded into the guest journey – From construction walls to pre-arrival messaging to sales tools, the narrative carried through every interaction.
- Targeted audience activation – Locals, past guests, Bonvoy members, and key feeder markets were prioritized based on revenue potential, not broad reach.
Channels & Execution
- Hotel business positioning and the Renewed Bliss campaign narrative across all touchpoints
- Organic social media management with full channel refresh, content shoots, and a profile overhaul
- Paid social (April through July 2025) targeting locals, Bonvoy members, and feeder markets
- Paid search for rooms and group/weddings, optimized toward conversions and RFP volume
- Two loyalty email campaigns to Marriott Bonvoy members
- Refreshed website photography and messaging
- Sales collateral, presentations, and branded amenities (creative playing cards)
- Renovation mitigation including a construction wall with on-brand messaging and a dedicated meetings landing page
- Earned media and PR, including participation in the Marriott Bonvoy Roulette campaign
The Activation
The Impact
The campaign exceeded benchmarks across every channel, delivering direct revenue, qualified group leads, and a meaningful shift in brand perception.
Results
- 7M organic social impressions
- 123,829 engagements and 74,714 link clicks
- 668K video views
- 1,750 net new social followers, up 446.6%
- 6% organic engagement rate, well above industry benchmark
- 92M paid social impressions with 2.50% CTR, 188.9% above benchmark
- ~530K paid search impressions with CTR exceeding benchmark
- 21 confirmed group RFPs generated
- 2% email open rate, nearly $10K in attributed email revenue (7-day window)
- 60M+ earned media impressions across 13 outlets and 19 clips
What Worked
- Positioning created consistency across every channel and touchpoint
- Integrated execution amplified impact rather than fragmenting it
- Experience-led messaging drove stronger engagement and conversion
What We Proved
- A great renovation deserves an equally great reintroduction. Positioning amplifies the investment and puts it to work in the market.
- When commercial teams align around a single narrative, efficiency improves and demand accelerates
- Strategic clarity unlocks both revenue and operational alignment
The Takeaway
This campaign earned a 2025 HSMAI Adrian Award Bronze in the category of Multi-Channel/Integrated Marketing: Relaunch of Existing Property, recognition that integrated strategy, not just execution, drives results.
